The idea distilled…
Australia’s passion for sport is booming and diversifying, extending far beyond the live game. To truly connect and capture passion at scale, brands must pivot to a multisport, multi-arena strategy, engaging fans where they are, every day of the week.
If nothing else, three things to fuel your growth…
- Tap into the Beyond-Live Boom: A staggering 54% of fan engagement now happens outside live coverage, offering vast new opportunities across “Inform,” “Catch-up,” “Entertain,” and “Interact” arenas. Don’t just target game day; target the whole week.
- Embrace the Multisport Mindset: Fans are following more sports than ever (average 5.2, up 18%), and new fan “tribes” like “New-Wave Fans” seek diverse content. A broad multisport approach is essential to reach this expanding audience.
- Unlock New Scale with “Inform”: Forget single Tier 1 live broadcasts for ultimate reach. A multisport strategy leveraging new arenas, especially the “Inform Arena” delivers up to 3.6x greater scale for key fan segments compared to traditional live-only campaigns.
Some additional food for thought…
- The “Inform Arena” is not just the largest engagement space, but also the most effective path for accessing both Fanatics and New-Wave Sports fans on a daily basis.
- “Entertain Arena” activities, such as sports podcasts and documentaries, show the highest weekly time spent among engaged fans, offering opportunities for deeper narrative connection.
- The ‘Interact Arena’ offers marketers a powerful opportunity to connect with a highly engaged and passionate community via fantasy, tipping, wagering and games.
